HIGH-CONTEXT AND LOW-CONTEXT COMMUNICATION ACROSS DIGITAL AND ORAL SOCIETIES

This article analyzes the specific aspects of communication processes in digital and oral societies based on the theory of high-context and low-context communication. The study is based on the concept of cultural communication put forward by E. Hall and highlights the role of context, nonverbal signs, social relations, and shared experience in communication in societies based on oral traditions. Also, in digital societies, the clarity of messages, the predominance of the written form, and the open expression of information are considered as low-context communication features. The article analyzes the changes in communication forms, cultural differences, and their impact on social relations as a result of the development of digital technologies. The results of the study serve to effectively organize intercultural communication and increase communication competence in the digital environment.